Every good PR goal needs an equally good strategy showing you how to achieve your goal. But when it comes to matters of opinion and perception, there are only three choices available to you: reinforce existing perception/ opinion, create perception where there is none, or change existing perception. Just be certain your choice of strategies is a natural fit for your new PR goal.

Your public relations people should be especially useful to you for next step, writing a message positioned to alter perception among members of target audience. You should, however, be closely involved in putting message together. It must be not only persuasive, but compelling as well. And it must be very clear as to why offending perception is simply wrong, or unfair, including how you propose to correct, clarify or change it. I’m certain you will agree that, as you make case for your point of view, you must be believable.

No easy task to alter what people have come to believe, but certainly worth effort.

Your public relations people will help you deliver your message to attention of members of your key target audience. They will identify communications tactics to help you do job. As they will tell you, you have a broad choice of tactics such as newsletters, radio and newspaper interviews, newsworthy special events, brochures, speeches and scores of others. The only caveat here, check carefully that your chosen tactics have a record of reaching people like those who make up your target audience.

In short order, all concerned will wonder aloud whether progress is being made toward public relations goal. Obviously, to satisfy yourself that offending perceptions are actually being altered, leading to behavior change you desire, you must remonitor perceptions of members of your target audience.

The difference this time is, you will be watching carefully for clear indications that perceptions are, in fact, being altered.

Now, if you’re not pleased with rate of progress, add a few more communications tactics, as well as using them more frequently, to increase impact.

So, as a manager, you’ve pretty much ignored those important outside audiences until now. But, hopefully, these comments have convinced you to ramp up your unit’s public relations effort and pursue behavior changes you really need and want, and that lead directly to achieving your department, division or subsidiary’s objectives.

end

Bob Kelly counsels, writes and speaks about using the fundamental premise of public relations to achieve operating objectives. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com

The possibilities are limited only by your boldness and imagination.

-------------------------------------- Secret Three : Give To The World --------------------------------------

This is not a big secret. No one likes hard-selling salesman.

No one enjoys being sold to and being treated like another 'number on queue'.

On other hand, everyone appreciates help and useful Information.

They like to think they've made buying decision on their own will.

How do you use this to your advantage on internet?

By offering visitors quality information that leads them to wanting your product!

This may be in form of web content, ebooks or ecourses, and it's popularly known as "pre-selling" technique.

Not only does it increase your profits like magic, it also heightens your credibility and trustworthiness to customer.

I'd bet not many of your competitors are giving their products away ;-)

Make it a goal to educate and inform and money will come automatically.

-------------------------------------- Secret Four : Be A Student For Life --------------------------------------

Always continue learning and improving to race ahead of your competitors.

Surf web, participate in forums and do research that relates to your market. Learn skills to improve your business.

For example, if you can't write good copy, learn to do so.

If your new-found skill can lead to better website conversion, and eventually more sales, wouldn't you want to learn it fast?

As old saying goes "learning is a lifelong experience".

What makes you think you can ignore this in your business?

-------------------------------------- Secret Five : Create Your Own Market --------------------------------------

The magic phrase is "Targeted Diversification".

Expand CURRENT product into other related products or services that your market will need.

The key is to provide solutions to your target market, that are complementary to what you already offer.

Become a one-stop solution seller and make backend more money from new and existing customers.

For instance if you sell an ebook on ezine publishing, consider expanding into list hosting service or something similar.

Remember five principles above and really use them in your life and business. You'll beat your competitors at any race in no time at all.

Wishing You Incredible Success,

Ewen Chia

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